The launch of India Design mark or “i-mark” by India Design Council is an initiative taken due to the rising demand by the companies for certification of their product design.
Though the practice is new in India, to maintain better design standards, more and more companies are concerned over the infringement of their product designs. Earlier Indian companies relied on an internal system or a foreign authority or such certifications. With the usage of I-mark, there will be uniformity in label design and control on design breach entirely through an Indian Authority.
The Indian design Council has received the registration in two phases. The first phase saw 70 applications in which 31 applications were certified, the second phase may cross 150 applications this year. The first phase of registration wiped away the cream of the market certifying designs of companies like Wipro Consumer Care &Lighting, Godrej & Boyce, Crompton Graves, etc. The figure of 400 has been recorded so far compared to 300 last year.
A fee is charged for the process of certification and online registrations are compulsory for all companies. “Our assessment is based on the number of online registrations we’ve received so far,” says Hrridaysh Deshpande, administrator, India Design Mark. The design Council is trying to build principles and benchmarks that will make all the companies to squeeze their patent product design under one authority and minimize design-copy cases. “The parameters include not only the aesthetics of the product, but also metrics such as whether the product is designed in-house, is it eco-friendly, and so on. This is useful because it helps you raise the bar while designing products. You will obviously keep these factors in mind,” says Parag Kulkarni, senior vice-president & business head, commercial lighting & furniture business, Wipro Consumer Care & Lighting. The sacrifice in quality of the product packaging and grading will depreciate and no sub-standards design of products will sustain in the market.
The kick start of design certification will also help Indian products to encompass better recognition in the foreign market. According to the Design Council, almost all commerce sectors have applied for the I-mark including consumer goods, manufacturing, automobiles, etc. Thus both consistency and disparity in product design will be attained. “Standards such as these would help catapult India as a global manufacturer of quality products,” says Keita Muramatsu, president & chief executive, HMSI.
There will be new entry for creative and never-seen before looks of commercial items in the market, promoting resourceful ideas and innovations.